The BMS Code

Originally adopted in 1984, the Bangladesh Code of Marketing of Breast Milk Substitutes (BMS Code) aims to support optimal infant and young child feeding (IYCF) by limiting how and where breast milk substitutes can be promoted. The BMS Code is based on the International Code of Marketing of Breast Milk Substitutes, adopted by the World Health Assembly in 1981. However, Bangladesh’s code does not include all provisions set forth in the international code, which was intended to be a “minimum measure.”

The international code requires that advertising and marketing of breast milk substitutes clearly state that breastfeeding is the superior option to infant formula. It outlines how infant foods can be promoted, where they can be provided or sold, and the role that key groups, including product manufacturers and the health community, must play in upholding the regulations.

Why is the BMS Code Important?

Many factors affect how or what infants and young children are fed, but misinformation about breastfeeding, together with widespread availability and promotion of breast milk substitutes, have a significant impact on the decisions that families make about nutrition.

Studies have shown that breastfeeding rates decrease when the frequency of artificial feeding advertisements increase, or when mothers receive formula samples at hospital discharge.

A strong regulatory environment for breast milk substitutes supports better feeding practices, like exclusive breastfeeding for six months. A strong, well-enforced BMS Code will reduce malnutrition and stunting, and ultimately increase our nation’s productivity by reducing the burden of disease and supporting a thriving workforce.

How Can We Strengthen Bangladesh’s BMS Code?

The BMS Code must be strengthened to provide stronger regulations of the marketing of breast milk substitutes. Gaps between our BMS Code and the International Code should be narrowed so that Bangladesh’s law reflects international recommendations. Specifically, the BMS Code should be updated to:

1. Prohibit unethical marketing of breast milk substitutes to health care providers and in health care settings. Currently there are no provisions in the Code regarding marketing in health care settings, though this is a key component of the International Code.
2. Increase fines for formula company violations of the Code, including more serious penalties for repeat offenders. Currently, fines are not high enough to serve as a strong deterrent to violations.

What Should Medical Institutions, Hospitals, Clinics and Workers Do to Support the BMS Code?

Medical institutions and workers must:

1. Encourage breastfeeding and provide counseling to mothers and families
2. Support early initiation of breastfeeding within the first hour after birth
3. Provide proper guidance on how to use infant formula in the limited cases where it is medically necessary

Medical institutions and workers must not:

1. Prescribe breast milk substitutes unless medically necessary
2. Sell or allow the sale of food for infants under six months of age or milk for infants under 12 months of age
3. Allow companies selling or producing breast milk substitutes to display products
4. Accept material benefits or products featuring the names or logos of products for infants under six months of age or milk products for infants under 12 months of age
5. Help business establishments give samples or gifts related to infant formula